Wendy Headshot Forest_edited.jpg

I'm Wendy,

innovation strategist, entrepreneur, maker- and optimist. 

Curiosity. It is what drives me into the unknown. It’s what has me searching for newness. Over and over. It’s what got me to run impact entrepreneurship funds and accelerators at Booking.com and Chivas. It’s how I ended up leading brand and communications teams at Impact Hub Global, Nike, Carlsberg and Groupon.


Curiosity has been a powerful force in my life. It’s been particularly present over the past 5 years as I set out to reinvent how people discover and enjoy cities with Secret City Trails. With our incredible team, we created 100s of self-guided experiences that sparked people’s curiosity for their surroundings. 10,000s of customers enjoyed what we created all over Europe. Secret City Trails was acquired in 2022. 

Today, I'm helping a wide range of businesses be more curious about the future. I do so by helping them create new, impactful and regenerative brand and value propositions. 

I'm also following my curiosity for homo faber-mode. Through both Project Rekraft and NeedForCraft